How to write and publish a scientific paper - Barbara Gastel, Robert A. Day 2022

Conveying content clearly
How to write for the public
Doing other writing for publication

Much of what you do to engage the audience also can aid in conveying content clearly. For example, gearing your piece to the audience, using lucid analogies, and providing visuals can serve both roles. So can supporting what you say with examples.

Members of the public probably will not know technical terms in your field. Where feasible, avoid such jargon. If technical terms are important to the story you are telling, or if readers should learn them for future use, remember to define them. One way to avoid intimidating readers is to state an item in familiar words before providing the technical term (example: “bone-forming cells called osteoblasts”). Also, remember to define abbreviations. “PCR” may be everyday language for you, but it may be meaningless to your readers.

Structure what you say to promote clarity. For instance, provide overviews before details. Explicitly state the relationships between concepts. Repeat important points.

(“Average Familiarity” by xkcd [xkcd.com]. Used by permission.)

Include numbers; members of the public often expect and enjoy them. However, present them in easily understood ways. If the audience is unfamiliar with metric units, use English units (or whatever units your audience generally uses). And relate sizes to familiar ones (“about the size of …”). Do not overwhelm readers with many numbers clustered together. Separate pieces of “hard stuff” with softer material, such as anecdotes and examples.

Sometimes readers have misconceptions about scientific items. To counter misconceptions without seeming condescending, consider taking the following approach (Rowan 1990): First, state the commonly held view and note its seeming plausibility. Then show the inadequacy of that view. Finally, present the scientifically supported view and explain its greater adequacy.

Of course, follow the principles of readable writing presented elsewhere in this book. For example, use concise, straightforward language when possible. Structure sentences simply. Avoid lengthy paragraphs.

Finally, consider checking with potential readers. Show a draft to nonscientist friends, neighbors, or family members. See what they find interesting or what doesn’t work for them. See what they find clear or unclear. Then consider revising your piece based on this feedback before submitting it.